Your Ride Your Way- MERA and CEA Want to Help Retailers Get the
Last spring, the Mobile Enhancement Retailers Association (MERA) first introduced "Your Ride Your Way," a consumer-awareness campaign to the mobile enhancement industry. The purpose of the campaign is to illustrate how the design of factory-installed mobile electronics systems often complicates equipment upgrades and repairs.
Why was this campaign necessary? The aftermarket industry has a record of bringing leading-edge technology and new consumer-driven products to market. Mobile electronics products provide information and entertainment; they enhance consumers' enjoyment of their vehicles. Changes in the networks of many newer-model vehicles, which are intended to make the vehicles easier to operate, have had an unintended byproduct: The process of repairing, replacing or enhancing the original mobile information and entertainment systems in consumers' vehicles have become increasingly more complicated and expensive. The "aftermarket-unfriendly" designs can lead to increased costs to consumers and a loss of innovation in the marketplace. These threats endanger mobile electronics businesses and reduce consumer choice significantly.
According to a Roper Poll survey conducted on behalf of MERA, the majority of Americans would prefer not to have their car stereos repaired or upgraded at the car dealer. The findings underscore the importance of ensuring greater accessibility to a vehicle's system for allowing consumers options to upgrade or enhance their cars' electronics.